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In 1965 Marshal McLuhan pointed out that old mediums become the content of the new medium. So, photography became the content of film, novels and drama became the source of films and films became the content of television.

Like traditional print texts, film and television have a grammar of their own, produced through camera techniques and editing. It is crucial in the 21 Century that children and teens are taught how to read, i.e. analyze and write, i.e. produce non-print media like film and television. Noted media educator and theorist Len Masterman (1982) argues that young people need to be made are that film and television are ‘constructions’ that convey meanings and ideology.

It is the role of not only media educators but also English Language Arts educators to help students understand who, why, how and for what purposes media are created. Young people must also be conscious of how the values and ideologies in media texts help to position them as readers.